McRobbie was a feminist theorist and stated that feminist ideas from the past are not relevant to young women now. She looks at gender roles and how they are represented. She suggests that we behave the way we do because of the media. She also argues that magazines can be seen as positive, as well as negative. They can be seen as empowering or helping people with their personal identity.
She looked at the 1970's girl magazine 'Jackie'. She suggests that magazines like 'Jackie' strive 'to win and shape the consent of the readers to a particular set of values'.
McROBBIE'S SUBCODES
1. The code of romance: girls must fight each other over men. Girls cannot trust other girls and Hetrosexual romance is the only path to happiness
2. Personal/domestic life: values from other code must be installed into the life of a female. E.G 'problem page'.
3. Fashion and Beauty: wearing make-up and dressing nicely is 'paramount of importane'
4. Code of pop music: Pop stars (male) are a suitable release for young, female emotions. You can look and listen but you cannot touch.
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